Waitrose is giving Little Waitrose a facelift and stripping out more than 300 duplicate lines in response to consumer calls for a bolder look - and more everyday essentials.

Over the past couple of months, it has been trialling the new look at its Cardiff, Cambridge and Wimbledon stores and now plans to roll it out to all new stores in its convenience estate.

The format’s current cream fascia is making way for a more striking blue and grey look and wood trim is being added to shelving to create a more upmarket feel.

Waitrose has also removed more than 300 products to minimise duplication. For example, it has reduced the number of olive oils stocked from 17 to five. And it has introduced more basics, 20 more food-to-go lines and 48 more ready meals.

The changes would enable Little Waitrose to better meet the needs of convenience customers, said Waitrose director of convenience Diana Hunter. “With a typical shopping mission lasting no more than seven minutes you have to make it as easy as possible for them,” she said.

Other changes to the store layout include bringing ready meals closer to the front of stores next to the food-to- go products. And it is drawing more attention to the breakfast offer by advertising coffee on store windows and moving patisseries next to the coffee machine.

Starting with a store in Knightsbridge, which opens next month, all new Little Waitroses will get the new look. Waitrose is reviewing whether to revamp the entire 34-strong estate.